Just $10 A Month: A Television Advertising Campaign

This written thesis accompanies three television public service announcement spots. Two of the spots are 60 seconds and one of the spots is 45 seconds in length. I produced this public service television advertising campaign to highlight the issue of child illiteracy in Pakistan and to encourage expatriate and resident Pakistani's to donate to educational charities. A Website created by the filmmaker is promoted in the campaign. This Website provides information about various charities that educate children in Pakistan. Detailed accounts of pre-production, production and post-production of the campaign allow the viewer to comprehend the challenges in producing television campaigns for social causes. Theoretical issues are also discussed, including the causes of illiteracy, the importance and role of social campaigns, the history and uses of propaganda as well as the aesthetic concerns of a public service campaign producer. I discuss the importance of creating the culture of public service campaigns in a third world country like Pakistan, and states that the Pakistani community needs to look inwards to overcome the challenge of illiteracy.

Grantor dc:publisher

University of North Texas

Year dc:date

2003

Author dc:creator

• Mumtaz, Danish Kasim

Contributors dc:contributor

• Levin, C. Melinda
• Sauls, Samuel J.
• Gormly, Eric

• Television advertising.
• Advertising, Public service.
• Public service announcement spots
• Pakistani charities
• child illiteracy
• social campaigns

Statement dc:rights

• Public
• Copyright
• Mumtaz, Danish Kasim
• Copyright is held by the author, unless otherwise noted. All rights reserved.

Language dc:language

English

Identifier

oclc: 53126245
https://digital.library.unt.edu/ark:/67531/metadc4193/
ark: ark:/67531/metadc4193

OAI identifier oai:identifier

info:ark/67531/metadc4193